People don't buy what you do from "summary" of Start with why by Simon Sinek
The concept that people don't buy what you do is a critical one to understand when it comes to inspiring loyalty and trust from customers. It's not about the product or service you offer, but rather the underlying reason behind why you do what you do that resonates with people. This is what truly drives purchasing decisions and creates lasting connections. When you lead with your why, you tap into the emotional part of the brain where decisions are made. This is where trust is established and loyalty is built. If you focus solely on the what, you are appealing to the rational part of the brain, which is much less influential in driving behavior. By communicating your why effectively, you are able to attract customers who share your values and beliefs. This creates a sense of belonging and community that goes beyond just a transactional relationship. People want to support companies that they believe in, that stand for something greater than just making a profit. This concept is evident in the success of companies like Apple, who have a strong why that resonates with their customers. They don't just sell products, they sell a philosophy and a way of life. This is what sets them apart and creates a loyal following that continues to support them year after year. In order to truly connect with your audience, it's essential to start with why. This is what sets you apart from your competitors and creates a deep sense of connection with your customers. So remember, it's not about what you do, but why you do it that truly matters.
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